Case Study: Online CRM and BI

ActiveInsight

ActiveInsight Delivers Real-time Behavioral

Detection that Improves Customer

Relationship Management and Business

Intelligence

Overview

A leading express & logistics company has deployed ActiveInsight

to detect and react to customer behavior on their self-service

portal in order to:

� Improve customer service

� Improve account management

� Offer superior business intelligence

The Business Challenge

� Logistics firms usually offer similar services and compete by

providing better service and customer management

� Reacting to customer according to his/her needs is critical

� As the online channel gains momentum as the premier channel for

service and sales, the following abilities are crucial:service and sales, the following abilities are crucial:

� Detect relevant customer behavior in real-time

� Correlate it with existing customer data and

� React accordingly

� Online behavior data is also required to improve user profiling and

segmentation using BI and CRM applications.

The Business Challenge

� Most organizations are happy to move more and more customer

interactions to the web, offering convenience and cutting costs

� The online channel is quite static as relevant customer behavior is

not leveraged and the human touch is lost.

� Most organizations have CRM, BI and other similar applications BUT� Most organizations have CRM, BI and other similar applications BUT

� These apps do not collect online behavior & cannot react in real-time

� Relying on web-server logs is futile as they hold irrelevant technical

information, are not user-centric and cannot be utilized to react in

real-time

� Trying to change application code will result in maintenance and

performance issues as well as long deployment cycles

The Business Need

Organizations can leverage online customer behavior to

� Minimize customer desertion

� Provide segmented service

� Detect and react to up-sell and cross-sell opportunities

� Improve Business Intelligence� Improve Business Intelligence

Main Technological Challenges

� Detecting relevant events and behavior in real-time, out of millions of

events, without harming application performance and availability

� Reacting to relevant events by feeding various backend applications

(CRM, BI, Security, etc.) and/or interacting directly with the user(CRM, BI, Security, etc.) and/or interacting directly with the user

� Providing a simple, flexible and embeddable solution that can be

deployed with existing infrastructure and applications

� De-coupling runtime processing for flexibility and scalability

The Solution

� ActiveInsight’s event processing engine has been deployed to detect

and react to online user behavior in the web self-service application.

� Deployed non-intrusively along-side the application, ActiveInsight is

used to:

� Detect specific customer behavior

� React to the online customer

� Send focused, actionable business events to the organizations BI and

CRM applications

The Solution – Cont.

� All of the web interactions are monitored and filtered, leaving only

the relevant ones to be reacted upon.

� Relevant and valuable behavior results in dynamic user responses

including responses that:

� Offer online assistance when relevant (for VIP customers) or

� Offer appropriate products for those customers that demonstrate

potential interest

� In some cases, the relevant reaction is based both on the actual online

behavior and existing data regarding the specific customer or active

marketing campaigns. This was achieved by storing back-end data in-

memory and using ActiveInsight's context manager and the real-time

aggregation and correlation capabilities.

The Solution – Cont.

� Relevant behavioral data is formatted and sent to the appropriate

back-end application: CRM or BI.

� Business events are formatted per application and may include

different data items.

� The data sent to the CRM application serves the customer service

center by documenting relevant online customer interactions,

potential service issues and customer interests.

� The data that is fed to the BI helps in more accurate customer profiling � The data that is fed to the BI helps in more accurate customer profiling

and segmentation.

Online

Users

CRM

Campaign

Mgmt

BI

Fraud

Detection

SIEM

Web

Application

ACTIVE INSIGHT

Detect React

Benefits

� After deploying ActiveInsight the organization has enjoyed several

benefits on both the short and medium term:

� Improved Customer satisfaction - As the self-service portal became

adaptive to customer's needs including initiating human interaction

when relevant.

� Lowered operational costs - As more customers use the portal

Better customer segmentation and account management - Utilizing � Better customer segmentation and account management - Utilizing

the addition of behavioral data to the BI system helped marketing and

sales efforts and improved the bottom line.

� Lead generation - Correlated responses resulted in higher numbers of

leads for cross-sells generated in the self-service site.

ActiveInsight’s Unique Value Proposition

� Embeddable, Real-time data stream processing

� Flexible and dynamic pattern definition/detection

� SpringSource development platform interoperability

� Real-time, pattern-based logic invocation

� Business driven behavior detection

� User-centric actionable events

� Real-time, value-based event feeds & user interactions

� Non-intrusive deployment

� Support for extreme transaction rates

“With ActiveInsight organizations can identify up-sell and cross-sell opportunities, react to potential customer

churn in time to prevent it, improve online self-service to customers and detect potential fraudulent activity in

real-time “

Additional Use Cases

Use behavioral targeting to detect

up-sell/ cross-sell opportunities. Detect customer touch-points for

real-time proposal delivery.

Detect customer experience

problems and offer VIP assistance.

React to potential customer churn

in time to prevent it.

Provide application level visibility.

Offload application logging and

Online Sales,

Marketing and

Campaign Mgmt

CRM, Customer

Experience and

Self-Service

Security

Information and

Event Mgmt (SIEM)

Offload application logging and

provide real-time formatted events

to SIEM or compliance applications.

Detect and feed application events

in real-time.

Use behavioral targeting to detect

fraudulent activity and patterns.

Event Mgmt (SIEM)

Compliance and

Risk Mgmt

Fraud Detection

and Adaptive

Authentication

Offer real-time event and pattern

processing in extreme transaction

rates.Provide Low-latency event

correlation and service initiation.

Extreme

Transactions

Complex Event

Processing (CEP)

Q&A

Thank you!

http://www.activeinsight.nethttp://www.activeinsight.net

info@activeinsight.net